Packaging Spotlight

Frites rebranding

October 14, 2013

Related Packaging Spotlight

Clondalkin Flexible Packaging Division’s Flexoplast has embarked on a challenging project to produce all of the new packaging required by Mydibel, a Belgian brand of “frites.” Mydibel has been in business since 1998 and produces sliced, deep frozen and pre-cooked potato products, including French fries of varying thicknesses, potato waffles, wedges and dices.

The rebranding project was successfully delivered through a partnership approach involving Quatre Mains for brand design, Volkers for prepress and printing plates and Flexoplast for production of all packaging materials.

Flexoplast produced the PE films and laminates in up to 8 colors. The more than 40 new references have been printed in HD Flexo. Both color intensity of the typical Mydibel images and their brand underline that HD Flexo nowadays can compete with rotogravure, according to Flexoplast.

Jack van der Heiden, Flexoplast sales and marketing manager, says, “We are delighted to be continuing the development of our strong relationship with Mydibel with this project. The scope and variety of products was extensive and the varied requirements of the packaging made it a complex job. Mydibel’s key objective is to deliver high quality potato products and so the role of packaging is fundamental in this task.

Several factors were taken into account for the rebranding project. “The new brand encompasses our company values, heritage and dynamism with a fresh look and feel that positions our product range as a leader within our sectors,” says Alexander Van Halderen, Mydibel’s marketing director. “The shelf appeal aspect is particularly important and the product identification by consumers is made simple thanks to the work that our partners have executed so effectively. We are delighted with the quality of the packaging. We select partners with the same values as Mydibel and one area of particular importance to us is sustainability and environmental stewardship. We have invested heavily in reducing our carbon footprint and being able to work with Flexoplast who are proactive in this area is a key factor for us.”

Clondalkin Group company Flexoplast specializes in blown and cast extrusion, printing and laminating and produces up to seven layer laminates printed in up to eight colors and numerous finishes.

Clondalkin Group is an international producer of packaging products and services with locations throughout Europe and North America. The Group comprises of two market-focused divisions, Clondalkin Flexible Packaging and Clondalkin Specialist Packaging. The Flexible Packaging Division specializes in coated and laminated waxed papers and foils, pre-cut lids, polymer-based sheets, rolls, sleeves and bags.

“The new brand encompasses our company values, heritage and dynamism with a fresh look and feel that positions our product range as a leader within our sectors,”